Formerly known as Close to Your Heart Customs, this custom jewelry startup makes necklaces from ordinary stones their customers send them in the mail.

I led their rebrand in 2022, including market research, naming, and creative direction. We developed their logo and Shopify site in collaboration with their agency partners, New Media and Evergreen Design Studio. I designed the icons, illustrations, and GIFs used on their site and social media, as well as selecting their color palette and typography. I also provide ongoing support in the form of marketing strategy, email campaign design and management in Klaviyo, and Shopify design and management.

Initial logo exploration done in collaboration with New Media. Shopify site developed in collaboration with New Media and Evergreen Design Studio. Brand photography by Kate Milford. Image of Monument Valley by Ivana Cajina, found on Unsplash.


A business card design for Waystone that reads, "Jewelry made from your found stones."
Nine pages from Waystone's brand guidelines showing the logo, shapes and patterns, color palette, and photography direction
A mockup of Waystone's Instagram profile page
An e-commerce email design for Waystone created in Klaviyo


A GIF of an animated arrow A GIF of a girl with an animated heart coming out of her necklace A GIF of manicured hands holding an open jewelry box with a necklace inside A GIF with the words "New Reel" A GIF with two animated stars A GIF with the words, "YAY! YAY! YAY!" A GIF with the words, "Your stone, your story" A GIF of an arrow and the words, "Swipe up"

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